Sony Entertainment Television: Kaun Banega Crorepati - Massifying a Class Shoq

Kanika Gupta, Aditi Patwardhan and Gaurav Soni

Campaign details

Brand owner: MultiScreenMedia (MSM) Pvt Ltd
Brand: Sony Entertainment Television
Agency: Leo Burnett (Mumbai)
Country: India
Channels used: Events and experiential, Outdoor, out-of-home, Print - general, unspecified, Television
Media budget: 5 - 10 million

Executive summary

Television channel SET decided to revive dropped quiz show Kaun Banega Crorepati but the target 'masses' felt emotionally alienated from a show perceived for the 'educated classes'. And one couldn't blame them for this perception, seeing as only 39% of India is what one might consider high-school educated! These people didn't want knowledge, they wanted masala (drama) when it came to their entertainment, which other shows provided by the truckload. How could KBC thus be positioned to be relevant to such a mass audience?